Telling an event as it happens is one of the most fascinating (and complex) challenges for those involved in communication. In this field, Simpol. the reactive agency has developed an integrated approach that combines professional video and photo production with the creation of social content in real time: reels, stories, posts realised in record time, transforming live moments into engaging content, capable of enhancing the identity of the event and building a continuous relationship with the public, before, during and after the event.
"Live production is one of the most complex and stimulating challenges of our work - says Simone Arena, CEO of Simpol. the reactive agency. It requires speed, coordination and great teamwork between all departments. Every piece of content has to be conceived, realised and published in real time, while maintaining high quality. It is a continuous exercise in reactivity and overview, but the results - in terms of engagement and impact - repay every effort."
A tried and tested format that found perfect application, thanks to the synergy with the GL events communication team, in three major events between March and April 2025 at Lingotto Fiere: Horeca Expoforum, AMTS - Auto Moto Turin Show and Torino Comics. Three events, three completely different audiences, one live direction by Simpol. the reactive agency.
Behind every successful live production there is an invisible but fundamental piece of work: the pre-production phase. To deal with such articulated and dynamic events, Simpol. the reactive agency implemented a structured planning process, with a detailed analysis of the programme day by day, the locations involved (themed areas, exhibition spaces, event halls) and the activities proposed (workshops, show-cooking, meetings, shows).
On this basis, the team built shooting plans designed to optimise time, resources and travel, limiting downtime and guaranteeing constant coverage of the event highlights. A content schedule tailored to the needs of the individual event, which allowed the production and content creation teams to always be in the right place at the right time. This co-ordination - the result of experience, method and flexibility - made possible an effective, timely and always connected live narration of what was happening.
In mid-March, Lingotto Fiere in Turin hosted Horeca Expoforum, the professional exhibition dedicated to the world of hospitality, catering and food & beverage. A reference event for the Ho.Re.Ca. sector, with 13.000 square metres of exhibition space, 13.000 visitors in 3 days, over 200 companies present and more than 100 appointments including show-cooking, competitions, meetings and training courses.
The challenge: to tell a b2b audience about the HORECA world with interactive and visually appealing content.
The response of Simpol. the reactive agency: an agile and smart production that transformed show-cooking, tastings and workshops into dynamic social content, bringing the digital audience into the heart of the event.
Results: Overall, the event's Facebook and Instagram social channels generated 5.4 million views, 1,500 new followers and 10,000 interactions.
The first weekend in April saw the second edition of AMTS - Auto Moto Turin Show, the great event dedicated to the culture of two and four-wheel vehicles for enthusiasts of all ages: 27.000 visitors over three days were able to admire 33.000 square metres of exhibition space including historic vehicles, new cars, supercars and tuning, plus an outdoor area dedicated to drifts, acrobatic shows and breathtaking shows for a 360° immersive experience, combining adrenaline, innovation and spectacle.
The challenge: to position AMTS as a reference event for motoring enthusiasts, strengthening the link with the public and differentiating itself from more traditional trade fairs.
The agency's work: live coverage of the event was realised with a communication strategy aimed at igniting the engine of engagement, generating genuine involvement to go beyond the simple follow and build a dynamic and interactive community.
Results: Overall, the event's Facebook and Instagram social channels generated 10.3 million views, 4,634 new followers and 29,261 interactions.
On the second weekend of April, Lingotto Fiere hosted the XXIX edition of Torino Comics, an event dedicated to fans of comics, manga, anime, cinema, games, esport, videogames and cosplay. A great pop culture festival with 50.000 square metres of exhibition space, numerous themed areas, more than 100 guests and over 300 events including conferences, meet & greets, concerts, meetings with authors and live tournaments, which this year recorded 70.000 visitors.
The challenge: to tell the story of the event with content that combined passion, inclusiveness and entertainment.
The work of the agency: a capillary production was put in place over the three-day event, with an integrated team of production and social content creators on the ground, generating content with a fresh, fun and authentic tone, ideal for engaging a cross-sectional audience.
Results: Overall, the event's Facebook, Instagram and TikTok social channels generated 22 million views, 4,500 new followers and 85,000 interactions.
